Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Journal The Winners
Masruroh Masruroh
Universitas Jayabaya
Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Strategi Promosi, Diferensiasi dan Keputusan Pembelian pada Kepuasan Pelanggan Masruroh Masruroh; Winda Suryadi
The Winners Vol. 11 No. 2 (2010): The Winners Vol. 11 No. 2 2010
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v11i2.691

Abstract

Today every goods and services industry always tries to develop their comparative and competitive ability. Therefore the company no longer only think of profits but start to pay attention to other potential sectors that is able to sustain or increase revenue hence the customers interests becomes a major concern. The case study in this research is Promotion and Differentiation Strategy, on customer of PT Indomobil Trada National - Nissan Kelapa Gading. The purpose of this study is to analyze the influence of the Promotion and Differentiation Strategies of Buying Decision and Its Impact on Customer Satisfaction. The method used in this study is Path Analysis. This research produces the structural equation Y = 0.375 X1 + 0.560 X2 + 0.42 ε1 where R2 = 82.1% and Z = 0.381 X1 + 0.524 Y + 0.48 ε2 where R2 = 76.4%. Promotion and Differentiation Strategies is effective in providing a positive influence towards Buying Decision, as well as Promotion Strategy and Buying Decision which has positive influence towards Customer Satisfaction, but Differentiation does not significantly influence Customer Satisfaction, so we recommend PT Indomobil National Trada - Nissan Kelapa Gading further enhance the existing Promotion Strategy to enhance influence in inducing Customer Satisfaction.
Analisis Elemen Ekuitas Merek RCTI dalam Persaingan Industri Televisi Swasta di Indonesia: Studi Kasus pada Empat Perguruan Tinggi Swasta Terkemuka di Jakarta Masruroh Masruroh; Awin Indranto
The Winners Vol. 9 No. 1 (2008): The Winners Vol. 9 No. 1 2008
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v9i1.731

Abstract

Article measured the element of RCTI brand equity consisting of brand awareness, brand association that formed brand image, perceived quality, and brand loyalty. The used research method was descriptive, this research desribe 400 student perception from four private universities in Jakarta on the RCTI brand equity in last 2005. The used sampling method was probability sampling using proportionate stratified random sampling technique. The brand awarness research result shows that RCTI brand is in the first level on top of mind level with 50,25% of the respondent. For the brand association, there are three associations that formed brand image of RCTI, which are RCTI Oke, Indonesian Idol, and Seputar Indonesia.
Co-Authors Awin Indranto Winda Suryadi